After May, Sanfo Was Launched To Expand Its Market.

Finally, the first outdoor product appeared in the domestic capital market. Retailer 。 5 months later, IPO opened, and 28 companies, including Sanfo outdoors, were temporarily released in the capital market. The issue price of Sanfo outdoor initial public offering A shares was determined to be 9.42 yuan / share, and the company issued 17 million shares of new shares this time. According to the prospectus submitted before, after the completion of the financing, the plan will invest 157 million yuan. Marketing Network expansion.

Starting from the 30 million yuan investment of Qing Ke venture in 2008, Sanfo outdoor has already embarked on a listed tour. Starting in 2008, Sanfo outdoor began to improve its management structure gradually. In 2010, Sanfo launched second rounds of financing from 20 million yuan of Bo Xin capital. In June 2011, the company was transformed into Beijing Sanfo outdoor products Limited by Share Ltd. In fact, in 2009, there were brokers in contact with Sanfo outdoor, but at that time, due to the relatively limited number of stores, and other factors, there is no listing conditions.

As the first outdoor retailer in China, Sanfo outdoor IPO has attracted much attention. According to Sanfo's outdoor prospectus, as of June, there are 37 stores in Sanfo outdoor, which operate three brands and more than 300 brands of outdoor clothing, outdoor footwear and outdoor equipment, including the original bird, Lois, Keller stone, Columbia and other brands. At present, the profit mode of the company mainly includes the sale of goods and the charging of club activities. The difference between the purchase and sale of goods is the most important source of profits, and the main business profits mainly come from this. In recent three years, the difference between the purchase and sale of commodities accounted for 99.02%, 98.75% and 98.62% of the total revenue respectively. Data show that in 2012, 2013 and 2014, the net profit of Sanfo outdoor belonging to shareholders of the parent company was 27 million 98 thousand yuan, 32 million 203 thousand yuan and 27 million 504 thousand yuan respectively, of which 2014 decreased by 14.59% compared with 2013. Sanfo outdoor said that the company's performance will continue to decline in the future.

According to figures released, Sanfo outdoor revenue increased 20.39% in 2013 compared with the previous year, and sales in 2014 increased by 2.65% over the previous year. In fact, the whole outdoor industry has ended the high growth state. Since the second half of 2012, domestic economic growth slowed down in 2014. Outdoor sport The growth rate of total retail sales decreased by 53.59% compared to the same period last year. Taking Pathfinder as an example, the net profit growth attributable to the parent company in 2009-2013 years is about 59%, while the net profit growth in 2014 is only about 18%. But according to Zhang Heng, founder of Sanfo outdoor, Sanfo is in steady operation, and sales and profits have increased slightly in the first half of this year.

According to the plan, Sanfo outdoor will invest 157 million yuan to expand the marketing network. Beijing Business Daily reporter counted the number of Sanfo outdoor stores in recent years, of which only 5 stores in 2001-2006 years, 12 new stores in 2007-2008 years, 17 new stores in 2009-2011 years, only two stores opened in 2012, and 3 new stores opened in 2013. Outside the original independent store on the street, Sanfo outdoor has begun to enter the shopping mall channel. Beijing Xihongmen Hui poly shopping center has appeared Sanfo outdoor stores. According to people familiar with the matter, Sanfo outdoor and clustered shopping centers have already worked together, not only in Beijing, but also in other cities like Wuxi. In an interview with reporters before, Zhang Heng once said that in order to cope with the tight financial situation, Sanfo's outdoor business strategy was adjusted to open a small store in the core mature business district, and open a large flagship store outside the city center. Although the core business circle has many passengers and a strong consumption atmosphere, the rental price is high, so the small store focuses on revenue, while the large flagship store is far away, but it can train consumers to spend their destination.